Dining with

'Rap is the only social lift that works well in Italy'

The feedback of views and ratings is instantaneous and it is easy to go into a crisis and get lost

by Paolo Bricco

7' min read

7' min read

'Rap is the only social lift that works well in Italy. There is no other economic or cultural sector where you get to the top with the simplicity of the market and the general recognition that rap artists have today.

Especially if you have complicated families behind you, grew up in tough cities or escaped from closed provinces. If there are such cases in industry and finance, in publishing houses and professional offices, then it is me who doesn't know them'.

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Paola Zukar is the manager of Marracash, Fabri Fibra and Madame. We are at Pepe & Sale, one of the classic restaurants of Milan's professional studios and middle-class families in the Fiera district, between Via Monte Rosa and Piazza Amendola.

Paola has a short haircut, the agility of a former karate athlete, the delicacy of one who works with artistic and human crystals always ready to shine and break, the determination of one who knows how to move among the transmuting animals of the Italian music industry, which is a small but significant offshoot of the international one: rationally professional and suddenly super-emotional, always focused on numbers and algorithms and in an instant prey to the latest global trend and the new phenomenon that has emerged on YouTube, Instagram and TikTok that "maybe, for sure, who knows, absolutely, I don't know...".

The waiter brings white focaccia and red focaccia to the table. Plus a glass of ribolla gialla.

Paola lives in Milan with her 21-year-old daughter Beatrice. She was born in Genoa. She, born in 1968, grew up in Quarto, a petty bourgeoisie of the port and clerical class of the then flourishing public industry: 'I remember six buildings of seven floors each. You saw children everywhere. We were playing in the streets. We were at the height of the birth boom. At the Italo d'Eramo primary school, the first year my class was drawn for the second shift: we went to school in the afternoon. My mother Armanda was from Novi Ligure and worked in the family rotisserie in Corso Buenos Aires, Genoa. My dad Ermanno was an Istrian exile. He and his family had lost everything with the occupation of Zara by Tito's communists, except their love of the sea. At the age of 14, he was a deckhand on ships. Later working with shipping and insurance companies, he specialised in inspecting and assessing ships that were detained in the world's most distant ports. And, from those trips, he would bring home vinyls and cassettes with the most diverse music. In 1978, on his return from Japan, he gave me the first Sony Walkman'.

As a super-healthy starter I get spinach. She, on the other hand, chooses green beans with butter. Her passion for rap music began in 1987: 'I had an American boyfriend, Richard. I went to visit him in Washington. And I came into contact with the four forms of that new popular culture, which we knew nothing about in Europe: rap, dj-set, graffiti and break-dance. In the 1990s, that culture also spread to Italy. In music, groups like Sangue Misto, Articolo 31, Sottotono and Lugi were doing interesting things. In graffiti, I was lucky enough to meet Phase 2 and in breakdancing, monsters like Crash Kid, from Rome, and Next1, from Turin'. Paola, meanwhile, graduated in pedagogy: 'At university I wanted to enrol in psychology, but Genoa lacked it. I am very happy with my degree. I took a variety of exams, from educational subjects to psychology, from history to sociology. This study helped me to build a bottom-up and at the same time profound view of reality and of others. The Magisterium building was in the Brignole area. Today the Buridda social centre stands in its place'. After graduating, Paola moved to the German-speaking Swiss canton to teach Italian. And she writes for 'AL Magazine', a fanzine that closes in 2000.

For the main course we both choose a sea bass in salt, covered with tiny cut vegetables dipped in balsamic vinegar and surrounded by boiled squash blossoms. "The early 2000s," he observes with the precision of someone who understands the intimate connection between processes and people, business and art, "were marked by the spread of the internet and music piracy. Digital had not yet been institutionalised and regularised as it has been in recent years. I started at that time: it was the low point. It was a wild time. All forms of new music were being both exalted in their dissemination and torn down in an attempt to make it, as those who speak well of it say, an industry. One only has to think of Fabri Fibra's Mister Simpatia, self-produced in 2004, which did very well in the underground and was super-exploited by piracy. At the time, however, the discography in Italy did not believe in rap. The heads of the record companies were often very good, but they had an old ear'. This long experience has now come together in the book co-written with Claudio Cabona Explicit Lyrics. Nuovi stili di censura (Mondadori).

The first artist accepted by the multinationals was Fabri Fibra who, with the album Tradimento produced in 2006 by Universal and edited by Fish of Sotto Tono, sold 100,000 copies. 'I owe a lot to Fabri,' says Paola, 'because I sought him out and we worked together when no one wanted to, but when the record company thought of giving the recording budget to others, because I had never done it and because I was a woman, he imposed himself and said: "no, no, let her do it". Our environment is competitive and male. The fact of having the trust of men who are charismatic and impactful in their own way, like Fabri Fibra and like Marracash, whom I trusted at the beginning and continue to trust, has helped me a lot as a person in critical moments. It is friendships and collaborations between strange and non-standard people, as we all are, that in the end produce quality, research, numbers'.

The small artistic, human and professional community that Zukar lovingly describes is made up of a woman from Genoa - so particular and lateral compared to the average Italian anthropology as to be completely out of any self-promotional project hypothesis of female lobby and pink maphia - , by a provincial from Senigallia like Fabri Fibra who has a violent unresolved anger towards respectability and the family institution, by a Milanese from the Barona area, the son of Sicilians from Nicosia, so Saracen in his features that as a child he called himself (with normal contempt from others, to his real sorrow) Moroccan-Marrakech and had such a refined and powerful writing talent that as a boy and as an adult he became Marracash, the 44-year-old author of the album Persona, one of the most beautiful and new things written in the Italian language in recent years. Now, Madame has been added to the small community built around Paola Zukar. "Madame is from Creazzo, a small town in the province of Vicenza. I noticed her when I saw a video of the song Sciccherie on You Tube. I liked her immediately because she has no stereotypical beauty, dances well, and writes even better'.

At one point Paola stops. She looks at me and says: "But do you know that this sea bass is bu-o-ni-ssi-mo?", with the same enthusiasm full of gratitude for the little things and amusement for what apparently counts for little that she showed as soon as we met, when she said, smiling at me as little boys and girls smile at each other in kindergarten: "Are you Paolo? I am Paola. But did you know that you and I have beautiful names?".

Music is business and art. 'As in every industry,' he says, 'there are very skilled and shrewd professionals who, especially now with social media, plan collaborations, releases and concerts by observing their respective target audiences as surveyed by followers and their respective markets as defined by the number of songs consumed online. This element has now made the transition from hyper-professionalisation to angst very easy. Once upon a time, Fabrizio De André released his album in February. It averaged 250,000 copies sold. In summer, concerts were held. At the end of the year they would do the accounts. Now everything has changed. The feedback of views and listening is instantaneous. Social media breaks down all distance between audience and artist. It is easy to go into a crisis and get lost'.

Fresh fruit salad and coffee arrive. Zukar is soft in her manners, hard in her speed of action, precise in her speech: 'Madame, Marracash and Fabri Fibra are very professional, but they are above all artists. One thing that unites them is their passion for literature. Fabri Fibra has a millimetric knowledge of Tolstoy's War and Peace and often has books by Beppe Fenoglio and Italo Calvino with him. Marracash loves Dostoevsky, John Fante and Bukowski. The other day I was at Madame's house. Among his current readings he has Jung, Sartre and Dostoevsky. All three have an authentic spell for the word, written and sung. Although, in their case, they do not risk lapsing into intellectualism. Because, in the end, the greatest reference they have is their own experience. For Marracash Delitto e castigo and Taccuino di un vecchio sporcaccione are just as important as the noise of the street and the things he saw, heard, experienced in the Barona,' says Paola Zukar, daughter of an exile and a cashier who did karate and walked around Genoa at ten years old with a walkman and her hair cut short as a boy.

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